Fidelity Investments redesigned their mutual fund experience (MFE) on their website Fidelity.com. They followed a user-centered design process, starting with understanding users' decision making process when purchasing mutual funds. User research including surveys, lab testing, and A/B testing was used iteratively. The redesign focused on helping users recognize information needs, search for and evaluate fund alternatives, and make purchase decisions. Fidelity is the largest mutual fund company in the US with over $4.2 trillion in customer assets and millions of daily website visits. The presentation provided an overview of the redesign process and encouraged questions.

1. A Case Study:
Mutual Funds Redesign
—Doug Roerden, Lauren McKenzie & Ann Chadwick-Dias

2. Agenda
Introduction
• Who We Are: Fidelity Investments
• Fidelity.com Web Stats
Case Study: Mutual Fund Experience
• Starting Point, Strategy, Setting The Stage
• Understanding, Documenting & Design for Decision Making
• Iterative User Research & Testing to Ensure Goals

3. Who We Are:
Largest U.S. mutual fund company
#1 provider of workplace retirement savings plans
20+ million U.S. employees save through a Fidelity
administered plan
Provide human resources and benefits outsourcing
services for other companies
Customer assets total $4.2 trillion as of June 2013

4. Fidelity.com Stats
Q2 2013:
• Average 2.9+ million visits a day (Fidelity.com alone)
• Average 415 thousand trades daily
• 69.8 million customer accounts
Some considerations:
• Highly transactional
• Database-driven
• Mostly “behind the login” and dynamically built
• Supported by legacy systems
• Multiple CMSs
• Highly secure

5. Case Study: Mutual Fund Experience
Doug Roerden, VP, User Experience Design

9. Carpe Opportunitatem
2009
Data system
rearchitecture
begins
2010
Data system
rearchitecture
continues
2011
UXD asked to
reverse engineer
Library Templates
Evaluator
Product Templates & Content
Library Templates
2011
UX Design
Begins
2012
Library &
Product Pages
Launch
2013
Evaluator
Launches

12. Design Process
Lauren McKenzie, Director, User Experience Design

13. Consumer Purchase Decision Process
Problem
Recognition
Information
Search
Evaluation
of
Alternatives
Purchase
Decision
Post
Purchase
Behavior

14. Information Search
Seeking Value

16. Evaluation of Alternatives
Assessing Value

21. Purchase Decision
Buying Value

23. User Research Process
Ann Chadwick-Dias, Director, User Experience Design Research
MFE User Clip

24. User Research at Fidelity
MFE & the UX Design Process
Competitive Analysis
Reviewed Customer
Surveys & obtained
feedback from Reps
Concept Testing
with Wireframes
in the labs
Functional Testing
with Designs
in the labs
A/B Online Testing
with Designs
to make refinements
A/B Online Testing
Current vs. New
Customer Surveys &
Voice of the
Customer/Clarabridge
Feedback

25. Live Site Demo – MFE/MFL

26. Comments or Questions?
• Doug Roerden – doug.roerden@fidelity.com
• Lauren McKenzie – lauren.mckenzie@fidelity.com
• Ann Chadwick-Dias – annmarie.chadwick-dias@fidelity.com